Spontaneous recall of Nationwide marketing up 35% following ITV Corrie product placement
Nationwide Building Society is this week celebrating two years of product placement during ITV’s Coronation Street, with one in 10 viewers stating their opinion of Nationwide was improved or greatly improved over the period.
Since the deal began in 2011, ITV and Nationwide have worked with research specialists Nielsen, SPA, YouGov and IPSOS to understand the effect of the placement on viewers’ perceptions; and have discovered that the long term aspect of the placement has improved viewers’ perceptions of Nationwide’s brand fit with Coronation Street, with viewers significantly more likely to see the brand ‘as part of everyday life’.
The partnership has also supported Nationwide’s wider marketing campaign as viewers are significantly more likely to be aware of Nationwide advertising, with spontaneous recall up 35 per cent.
"To be associated with Britain's best-loved soap for a record two years has been fantastic and we are thrilled that the placement resonated so well as part of our wider “On Your Side” campaign," Sally Allen, media manager at Nationwide, said.
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The placement has reflected well on Nationwide’s brand attributes with an uplift in consideration also being seen.
Katherine Marlow, senior product placement manager at ITV Commercial, added: “Nationwide was one of our first product placement partners and we are delighted that two years on, the deal continues to deliver for all stakeholders. This research demonstrates that the longevity and seamless integration of the placement has helped to drive their brand values, and that this form of marketing can be a great addition to a multi-platform campaign.”
The product placement agreement was negotiated by Havas Media.